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GLOBE GROUPE: The Macallan 200th Anniversary Airside Pop-Up

Out of home

Awards

To celebrate its incredible 200th anniversary, iconic whisky house The Macallan unleashed TIME : SPACE, an ultra-premium collection limited to just 200 pieces, one for every year of its history. But rather than just unveiling a bottle, The Macallan wanted to deliver an unforgettable experience. Cue pop-up activations across major international airports, designed to whisk travellers away into the heart and history of the brand.

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Strategy & Insight

The Macallan saw an opportunity to create a moment that transcends typical travel retail, immersive, emotional, and rooted in heritage. The goal was to build a bridge between generations of craftsmanship and modern travel, using cutting-edge digital tools to connect with a discerning global audience through heritage storytelling.

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The solution

The TIME : SPACE pop-up turned airport concourses into whisky time machines. Central to the experience was The Heart of the Spirit, a VR journey that immersed travellers in The Macallan’s legacy, enhanced further by augmented reality storytelling. A tactile interactive station guided visitors to discover the expression that suited their taste, while experiential design delivered a tangible, emotional connection.

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Results

35

Leading the way in talent representation, empowering influencers to grow, delivering tailored support and strategic creator partnerships that drive success.

million travellers reached

9

Driving growth through expert social media marketing services, we deliver tailored strategies to enhance engagement, amplify visibility, and maximise ROI.

+ major international airports

From authentic user-generated content (UGC) to polished campaign assets, we ensure your message resonates and strengthens your brand presence across all platforms.

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GLOBE GROUPE: The Macallan 200th Anniversary Airside Pop-Up

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